A majority of respondents (86%) also said that it is important to “create a cohesive customer journey.” Mobile applications were named the most effective technology for creating that cohesion.

Marketers of all stripes are looking towards the mobile future. Although traditional marketing can be viewed as communicating a product’s value in order to sell it, marketing can also be seen as raising awareness through relationship-building.

This sphere of marketing is critical to government. As the public increasingly depends on mobile devices and apps, federal agencies must become “marketers” that deliver information and services in mobile-friendly formats. Any agency can make mobile-first content, and mobile is one of the 15 government customer service trends we see happening in 2015. Through mobile, agencies will position themselves to meet 21st century needs.

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